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Defying the ‘Rules’ of Product lifecycle

Turning an Underperforming Fragrance Line into a Multi-million Euro Revenue Generator

The Challenge

  • Portfolio imbalance resulting from high volume of flanker and end of lifecycle lines
  • Brand equity dilution due to heavy diversion was driving down prices
  • Reduced turnover and profits due to decline in sales and margin whilst costs remained steady
  • Incomplete market knowledge despite strong distributor network
  • The brand engaged with Beautynet to discuss these challenges and opportunities, utilising our Strategic Sales Programme (SSP)

The Solution

Reviewed lines that met core criteria

  • Luxury flanker and/or end of product lifeycle line
  • Strong latent demand
  • Ability to offer Beautynet exclusive distribution
  • One line with two references was selected

Collaboratively agreed detailed sales plan

  • Exclusivity - removed line from general distribution and cease all marketing activity
  • Geography - identified areas of strong latent demand in a selection of north and eastern European countries, and the US
  • Channel - identified channels to maximise sales and build brand - pharmacy chains, selected ecommerce and bricks & mortar stores

Managed end-to-end distribution

  • Warehousing - collecting and stored goods
  • Compliance - regulatory and customs
  • Distribution - direct to agreed channels
  • Sales Portal - full transparency of sales data

The Results... So Far

Incremental Sales Growth

Units sold, per line, to date, over 9 years


Total Sales

(2022 actual)


Cumulative Incremental Sales

(to date, over 9 years)

Year on Year Sales

Useful Information

If you’d like to hear more about how Beautynet’s strategic sales programme can help you navigate this new world, contact us:

[email protected]
+44 (0)117 370 2470


Cost Reduction & Operational Simplification

Leveraging our Strategic Sales Programme (SSP)

Entering New Channels in an Omnichannel World

Implementing an Off-Price Online Strategy

Our strategic sales programme in action

Delivering €180m in Incremental Sales for a Global Luxury Beauty Brand

Contact Us Today

Contact us today to discuss how Beautynet's programme can deliver for your luxury beauty brand